In 2017, we worked in partnership with Captivate Consulting to run the virtual reality activations for Gucci’s pre-Fall campaign. Supplying an experienced crew of five staff to facilitate demos of their experience, ‘Soul Scene’, it was our role to help showcase this exciting immersive technology piece to c.500 VIP guests in a North London venue.
Offering a mesmerising perspective from the centre of the dance floor, the film itself showcases an interactive 360° point-of-view of dancers in the Mildmay Club in London. Inspired by Malick Sidibé’s portraiture and the underground Northern Soul movement from the 60s and 70s, it beautifully shows off the vibrant and rich collection of accessories and ready-to-wear clothes designed by Alessandro Michele.
We’re pleased to have been be able to support such a renowned brand with their VR strand, and particularly to have helped them use their especially-designed headsets!
“The guests were provided with especially designed headsets and were offered an all-encompassing perspective from the centre of the dancefloor with an interactive 360 degree point-of-view. The video follows dancers from when they enter the club in an attention-grabbing continuous shot by director Glen Luchford with Art Direction by Chris Simmonds.” – AEWorld
You can find out more about ‘Soul Scene’ in: Dazed Digital, Elle India, i-D, 10 Magazine, WWD, and more.
July 18, 2017
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